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Tuesday 15 October 2019
by Angela Hankey

Meet the Member - Chris Perkins of One Objective

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Name of Business? One Objective

Who are you? Chris Perkins. I founded the business in September this year.

What sets you apart from the competition? Corporate people see me as entrepreneurial, and entrepreneurs see me as corporate, so I like to think I bring the best of both! I have quite wide and varied experience across a number of sectors and industries although a common theme has always been customer focus. I have had a variety of Sales, Marketing and Business Development roles and have learnt so much in terms of how to put together and then execute a successful business strategy. For the past three years I have also had a General Management role, which has improved my ability to lead, manage and get the best out of people. My planning methodology is called OGSM which I learnt about 15 years ago and used ever since. It is a way of identifying a business single focussed OBJECTIVE, a series of measurable GOALS and then STRATEGIES and MEASURES to achieve those goals. This is not a new methodology, it is well established, but there are very few people out there who can provide that guidance. I can help businesses put together effective strategic plans for growth that can harness the passion of all their people through a single objective.

How did the business come about? I have been working in corporate business and private equity for the past 20 years and have learnt and achieved a lot in that time. About 18 months ago, I had a look at what I wanted to achieve and set myself a few goals. The final one of them was setting up my own business. I had to exit my previous role which took a while and spent the time looking at what I wanted to do. I wanted to work with a variety of different people and businesses who would benefit from my varied experience. I am really looking forward to the challenge.

What are your main target markets? Less than 20% of businesses have a working business plan that is actively worked on. Therefore, there is a huge group of businesses out there who need my help – they just don’t know it yet! My target markets is SME’s, businesses with turnover between £2m and £50m, from just a few employees up to over a hundred. I can offer marketing input and expertise where businesses need it, rather than committing to an expensive full time marketing resource. The services I offer range from one-off projects where we define a plan, maybe staying on a bit longer to execute that plan, or even a ‘part time marketing director’ where I work with a business one day a week to help them set direction. These may be businesses who are looking for financial investment and require a thought through business plan for the bank manager, through to businesses who are experiencing growing pains and need someone to help them plan the next stage in their journey. This is not a crisis management thing – OGSM does not stand for Oh God, Save Me! It’s a process that every business should be going through to ensure they are fit to move forward.

How long has your business been in existence? Just a few weeks

How many staff do you employ? None – its just me at the moment

What job or achievement makes you most proud? The five years I spent at Orion Expedition Cruises in Sydney as Sales and Marketing Director. A growing luxury cruise business, we made such a difference (using OGSM thinking!) – it was magic, every day!

Where do you see the business being in five years? At the moment, I am more focussed on the next five months!! In five years time I would like to think I have a wide range of interesting clients who I work with on an ongoing basis and who have benefitted from my expertise. I’d like to think that I have a few employees who are working with me and helping each other – being a one man band can be quite lonely!!

Why Warrington? I have lived in Warrington for most of my life. Grew up in Great Sankey and went to school at Great Sankey High School. Started my working life as a Graduate Trainee at Greenalls. Since then I have lived all over the UK and also abroad, spending seven years in Sydney. I returned to Penketh in 2012 and have settled down with the family, kids in local schools. I have been working in Stoke for the last 6 years and am fed up with the M6 commute. I think there is so much potential in Warrington in both established businesses and new up and coming enterprises. I think I have the experience to help develop this potential and am looking forward to getting more involved in the local community.

• Tell us one interesting thing about the business that might surprise us? The central thinking around my business, OGSM, was developed in the 1950’s, and was most famously used by President Kennedy in the 1960’s to reinvigorate the United States – it was the OGSM that ultimately put the first man on the moon! Its a way of thinking and a process that can be applied to businesses or organisations of any size or shape and the USP is that it brings everyone together to achieve ONE OBJECTIVE.

  • Tell us one interesting thing about you that people might not know? (ie, hobbies, amusing fact, etc) (Opportunity for shameless plug!) I have recently written and published a book. This has always been something I have wanted to do and am really proud of myself for seeing it through. The book is called ‘Let’s Talk About Six’ and is available on Amazon and in Waterstones (Warrington have a good stock). If you want a signed copy, contact me directly!!

Brexit – good, bad, opportunity? People have very different and strong views on the subject which are being exacerbated by the way it is being managed. Whether you want Brexit or not, I think you have to look forward and try and take a positive view. If nothing else, Brexit is an opportunity for businesses to review the way they work. Brexit will affect different businesses in different ways and I think it is important that each individual business and organisation identifies the opportunities and threats and assess what needs to be changed. Its a great opportunity to identify a new OBJECTIVE for the business, decide what the GOALS are and what STRATEGIES and MEASURES need to be put in place to achieve them. If you need help in doing that, give me a call!! (ha ha - see what I did there – 20 years in Sales and Marketing in action!!)

Fantasy dinner party – which six people alive or dead would you invite? ANGELA PERKINS – my beautiful wife, fantastic mum and successful business owner. KENNY DALGLISH – hero, footballer, leader. BARACK OBAMA – an inspiration for the world. RACHEL BURDEN – my radio companion for the last 6 years. ROBIN WILLIAMS – mad! GILES FROM GOGGLEBOX – makes my week, every week – listed last but the first person who came to mind!!